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44% of breakfasts feature cereal
(Source: Kellogg's Project Landmark: Eating Occasions Rolling 4 Qtrs. To Q1’20. Intellectual Property Of Kelloggs)
96% of UK population buy cereal
(Source: Kantar WPO, Total Market 52 we 4th Oct)
(Source: Kellogg's Project Landmark: Eating Occasions, Rolling 4 Qtrs. To Q1’20)
Cereal is bought on average up to 22 times per year. An average of 35 boxes bought per buyer per year
(Source: Kantar WPO, Total Market 52 we 4th Oct)
(Source: Kantar WPO, Total Market 52 we 4th Oct)
The Plain Cereal segment (Corn Flakes, weetabix etc.) is the biggest segment and driving the most category growth
(Source: IRI PlusSuite total market 52 we, 3rd Oct)

How to maximise your Cereal sales

- Help improve your customer’s shopping experience by making it easy to find what they’re looking for.

- Stock the recommended best sellers and use NPD to drive incremental sales.

- Group similar product segments together (chocolate/flavoured, plain, health, muesli & granola, porridge and on the go).

- Make sure your boxed cereal products are located next to items like tea, sugar, bread, tinned items etc.

- Merchandise on the go cereal next to other on the go breakfast products (e.g. cereal snacks, single fruit, breakfast drinks) and/or next to your coffee machine.

- Use the recommended point of sale to maximise distribution and grow category sales.

Urban/Suburban Must Stocks

If there is no Front of Store space, range this Must Stocks list in the main aisle.
If there is space at the Front of Store, move On the Go items to the Front of Store using the Breakfast On the Go Must Stocks list and fill the main aisle with boxed Cereal using the Cereal Must Stocks list.

* Please note that product level information is only available for Kellogg’s and Pringles SKU’s.

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Main Aisle

1 bay

Front of Store

2 bays

Recommended Point Of Sale

Recommended POS Main Aisle


Please note these are Kellogg’s recommendations targeted toward the UK market only, based on the latest insight gathered from our data partners prior to the website going live. © KELLOGG COMPANY 2021. Please contact your local representative for further information.

Although we would recommend that price marked packs are ranged where available, please note that retail prices are at the sole discretion of the retailer/service provider. Please contact your local representative for further information.

Source: IRI Marketplace | Symbols & Independents | Portable Cereal, Quick Morning cereal snacks | 52 w/e 27th December 2020